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What does it really take to build a commercial strategy and how do you keep the strategy from sitting on a shelf, never to be heard from again? How do you use the process to engage the right stakeholders and use the final product as the rutter of the ship to keep the commercial team on course and figure out when the direction needs to shift? Insights will all be based on real world application...when things went right and when they went pretty impressively wrong.

In today's business environment mobile apps have moved beyond the realm of novelty and are now staunchly positioned as a necessary tool in the utility belt of many marketing departments. But while the potential value of mobile apps is readily apparent to most marketing professional, bringing an app that actually ads value to your brand is no small feat, especially with the growing volume of "noise" in the mobile app space. One key factor in both the cost and usability of your app is the decision about whether to develop in the native language of the operating system you are targeting, or to develop with a "cross-platform" framework like Sencha, Titanium and PhoneGap. We will also explore how other auxiliary technologies like Parse, can help you get the most for your dollar out of your mobile app.

In today's business environment mobile apps have moved beyond the realm of novelty and are now staunchly positioned as a necessary tool in the utility belt of many marketing departments. But while the potential value of mobile apps is readily apparent to most marketing professional, bringing an app that actually ads value to your brand is no small feat, especially with the growing volume of "noise" in the mobile app space. One key factor in both the cost and usability of your app is the decision about whether to develop in the native language of the operating system you are…

The research has been done. Your pressing content marketing questions have been collected and the answers will be revealed. You'll love some, but you might feel the same about everything you're going to hear because effective content marketing requires hard work and commitment. Of course, the presenter will field your questions too. You'll get an earful and leave with your brain a-buzzing.

Today, getting discovered in the App Store can be the difference between success and failure. Making a great app isn't enough. You need to make it easy to find for your target audience. This is where App Store Optimization comes in. App Store Optimization ("ASO") is like Search Engine Optimization ("SEO"), but for applications in the Apple App Store and the Android Market. This presentation will arm you with everything you need to know to optimize your app store listing for both markets.

Enhancing your personal brand and strengthening your digital footprint requires spicing up your Linkedin profile.
* You will get to know the most important Linkedin profile areas to focus on
* And biggest Linkedin profile mistakes you need to avoid

Leveraging the power of LinkedIn begins with building a solid professional profile and presence – it’s time to give it your full attention.

This talk will be given by Kevin Steineman. Kevin is an Online and Mobile Marketing Strategist who has worked with companies of all sizes over the last 4 years. Kevin will give you a crash-course on the things you MUST KNOW about Mobile Marketing if you or your company are seriously considering implementing Mobile into their marketing mix as a channel that's to be heavily utilized. Additionally, Kevin comes from a creative background, is an App Developer himself, and also runs a mobile blog catered to: App Developers, Enthusiasts, and those interested in the mobile industry.

The 10 popular hooks will cover all the topics below with example apps:

- UX Patterns that have virality embedded
- User Interactions that keep users wanting more
- Seamless Social Media integration in your web app or mobile app
- Mobile Growth Hacking tricks
- Learn from popular apps and I'll break down how they do at what they do best in terms of growh hacking

Visual content marketing is the utilization of images to engage your prospects through the buying cycle. This can include infographics, images, charts and graphs, memes, comics, photos, videos, and even visual notetaking. These graphics are then used in social media (Instagram, Facebook, Pinterest, LinkedIn, etc.) as well as on your landing pages and website and in your emails. This session will show examples of how brands are using visual content to increase viability and gain additional attention over content like white papers and static posts.

Presented by Maria Pergolino, VP of Marketing at Apttus and former Sr. Director of Marketing at Marketo who will present real case studies and examples as well as best practices for how to get started today (even without a big budget).

Visual content marketing is the utilization of images to engage your prospects through the buying cycle. This can include infographics, images, charts and graphs, memes, comics, photos, videos, and even visual notetaking. These graphics are then used in social media (Instagram, Facebook, Pinterest, LinkedIn, etc.) as well as on your landing pages and website and in your emails. This session will show examples of how brands are using visual content to increase viability and gain additional attention over content like white papers and static posts.

How to create the Brand "You". Discuss the steps of how to determine what your brand should be based on your goals. Learn how to create the ideal image in the eyes and brains of everyone who you meet. Learn how to attract valuable friends, business partners, and customers naturally by developing your personal brand identity on the web and live at events.

A fun and easy approach to understanding how SEO works, your basic to-do's for creating SEO friendly content and websites and I'll show you free tools and things you can do to improve you or your clients' SEO

We will brainstorm all event-related marketing & promotion technologies, including but not limited to: 1) Pre-Event Marketing to get the word out about your event; 2) Onside Marketing to help Sponsors & Exhibitors get the most out of the event; 3) Individual Marketing tools to help speakers & participants share their ideas at the event, etc. Examples include: Pre-event emails, social media and other; and 4) any other reasons to use marketing for event-related promotions.

Breakthrough innovation—an accident, an act of desperation, an afterthought? NO. Breakthrough innovation can result from a deliberate, strategic innovation community process. A leadership opportunity for Marketing!

Peter Drucker on Marketing and Innovation: "Because the purpose of business is to create a customer, the business enterprise has two--and only these two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs." YES!

Enterprises are really good at incremental change. Not so much for breakthrough innovation. Now with the new Enterprise Feedback Management tools—Social Media Monitoring tools, Voice of the Customer, and Community Ideation Collaboration-- Enterprises can be even better at incremental change and involve more people. A critical problem with the new tools is that the Enterprises are overwhelmed with the ideas flowing to them. So much so that good ideas are overlooked. And the narrow way these tools are generally used is not adequate for breakthrough innovation—it wastes their potential value. Even more of a problem is that three more great opportunities are also wasted—for relationship development, repeatable process and continuous improvement, and the ability to correlate engagement to business results—revenue, profit, referrals, adoption, up-sells. A dilemma!

Make that an opportunity! Religence CEO Linda Sharp, whose passion is community building and whose track record in community engagement is 3X the accepted norm, is well suited to lead a discussion about how you handle the dilemma and to introduce you to a breakthrough new approach that will transform Marketing.

Linda Sharp is CEO of Religence, a customer-focused performance management consulting firm specializing in the Religence Framework for CRI (Customer Relationship Intelligence). Linda is the inventor of a breakthrough Relationship Age metric, Relationship Value, which applies to Communities as well as the Enterprise. Linda was well ahead of the movement to customer-centric thinking, having pioneered the use of Voice of the Customer research for strategic positioning to help build a billion dollar technology business from scratch, double an environmental engineering firms’ business, and grow an insurance company by 80% after years of shrinking market share.

Successes like these made her audacious and bold enough to try to quantify Marketing, putting her propensity for math to work. Her goal was to get Marketing—in the broadest sense of the word—some respect to take its rightful place at the management table. Community Leaders have a similar problem and opportunity. She understood early on that a company’s best potential customers were most likely its current customers. Leveraging these customer relationships in an Enterprise’s Stakeholder Community is What’s NEXT. An Innovation Community Initiative is a good place to start.

Linda predicts that major Enterprises will run their entire business through their Stakeholder Community within the next five years and measure them with CRI. Another leadership opportunity, absolutely!

Breakthrough innovation—an accident, an act of desperation, an afterthought? NO. Breakthrough innovation can result from a deliberate, strategic innovation community process. A leadership opportunity for Marketing!

Peter Drucker on Marketing and Innovation: "Because the purpose of business is to create a customer, the business enterprise has two--and only these two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs." YES!

Enterprises are really good at incremental change. Not so much for breakthrough innovation. Now with the new Enterprise Feedback Management tools—Social Media Monitoring tools, Voice of the Customer, and Community Ideation Collaboration-- Enterprises can be…

Companies still want to build their online brands through strategic media coverage. They want to issue news releases to show visitors a timeline of company results and continued growth. They want executives to be sought after thought leaders and media sources. Likewise social campaigns and compelling content drive customer engagement. Shelly Gordon, 20+ year PR veteran will lead a discussion on whether these 2 models complement or compete.

Maybe you graduated from college a while ago and you've worked your way up the corporate ladder to a senior marketing position, but wonder how it is that the profession has changed so much in recent years. Or maybe you're still early in your career and wonder what you'll need to do or learn to prepare yourself for advancement. This will be an interactive discussion to address the new world of marketing and how to become -- and say -- relevant.

In most organizations, there is no one that considers it a priority to monitor customers’ experiences and perceptions as they navigate working with the organization. Marketing has the opportunity to increase its value in the organization by making this a priority and serving as the voice of the customer throughout the organization.

Takeways:

• Explore the imperative for companies to look at their products/services/policies from their customers’ perspective vs. via internal views

• Discuss the role of Marketing in championing customers’ perspective throughout the organization

Jen Berkley Jackson is the owner of The Insight Advantage, a full-service research firm that helps organizations use customer insight to grow profits and market share. Jen works with companies to determine research strategy and then implement a variety of customer feedback tools, including phone and online surveys, focus groups, and one-on-one interviews. Her background prior to launching her company in 2000 was as a product manager and manager of a customer support group. Jen also teaches the Power of Market Research at UC Santa Cruz Extension in Silicon Valley.

In most organizations, there is no one that considers it a priority to monitor customers’ experiences and perceptions as they navigate working with the organization. Marketing has the opportunity to increase its value in the organization by making this a priority and serving as the voice of the customer throughout the organization.

Takeways:

• Explore the imperative for companies to look at their products/services/policies from their customers’ perspective vs. via internal views

• Discuss the role of Marketing in championing customers’ perspective throughout the organization

Sure, everyone needs your product but you will often sell more, faster, by doing Industry Marketing: Winning over customers in one or more specific industries instead of addressing everyone in the market. Let's share experiences about what makes a successful Industry Marketing program.

Whether you're a small business, large business, or online business, Facebook is a HUGE marketing opportunity to help you grow your brand. You'll learn great ways to grow you Facebook fanbase quickly and cost effectively with REAL people who are dying to know about your brand.

Content creation without self-promotion is the one thing all companies struggle with, regardless of industry. Social media is about being social not promotional and in this session I'll give you 7 examples of content you can create in 2 different industries PLUS we'll brainstorm a third or fourth industry together.